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Step 4: Keep it Short, Clear, and Concise The best USPs are short, clear, and powerful. Long phrases get skipped over. Step 5: Integrate Your USP into ALL Marketing Materials A USP is worthless if it isn't conveyed throughout every aspect of your business. Include your USP on all your public communications: => Your trucks, vehicles, and buildings => Your advertising, promotional materials, and social media accounts => Business cards, letterheads, signs, brochures, and flyers => Your website and your email signature => Your voice mail system, receptionist/sales scripts, etc.